Peer Influence and Political Engagement How Social Networks Shape Youth Voting Behaviour.

Abstract

Social media is an interactive communication tool that allows us to build online communities where people may exchange ideas, information, private messages, and other types of content such as videos, images, and other types of information. Without a doubt, social media has made a name for itself in people's lives. Boundaries of subject, language, geography, and demography are all crossed by it. Numerous instances exist of online rallies, protests, and conversations that have brought down governments, brought down major corporations, or caused celebrity meltdowns. Even businesses increasingly set aside money to track online discussions about their brand and use them to enhance their offerings, customer support, and create a favorable impression and memory. At the vanguard of this new wave of technology impact and communication is social media. It still has a significant impact on the lives of a great deal of individuals all around the world. This study looks at how social media campaigns conducted online affect young people's voting behavior. The study's first hypothesis was that there is a positive correlation between SNS use and voting behavior. The study's conclusions demonstrate that voting behavior and SNS use are positively correlated.